Okay, the truth will out!
According to advertising lore, many years ago a shampoo manufacturer challenged its advertising agency to do something to increase sales. After due consideration, the agency recommended changing the instructions from “lather and rinse” to (you guessed it.)
Sales immediately increased by something like 40% and all the other shampoo makers eventually followed.
Mind you, I don’t know if this is actually true, but among advertising types it ranks right up there with “Lucky Strike Green has gone to war” for turning nothing into something.